Digital to make up over 25% of ad spend by 2016

Jerry Buhlmann

Jerry Buhlmann

Powered by a dramatic rise in mobile ad spending globally of +50% and online video of +21.1%, digital will is set to account for more than a quarter of all advertising spend in 2016 (with a market share of 25.9%), according to new figures published by Carat.  

Based on data received from 59 markets across the Americas, Asia Pacific and EMEA, Carat’s latest global advertising expenditure forecasts show digital media, with a predicted US$17.1 billion or +15.7% increase in spend in 2015, is outpacing previous Carat predictions from September 2014.

From a global perspective, Carat forecasts that in 2015 advertising spend across all media will increase by US$23.8 billion to reach US$540 billion, accounting for a +4.6% year-on-year increase. Market optimism continues into 2016 with Carat’s first forecast for the year predicting a year-on-year global advertising growth of +5.0%.

“The strength of Digital continues to dominate discussions and the new distribution of spending,” comments Jerry Buhlmann, CEO of Dentsu Aegis Network. “With a quarter of the global population now owning and relying on their smartphones daily, they are our second brain in our hands. Mobile dominates the way consumers access information, view content, browse products and purchase goods and this is reflected in the innovative services and approach we are discussing with our clients.”

Telegraph Hill’s Chris Moon will be delivering a keynote at this year’s TV Connect (28 – 30 April 2015 ExCel, London), as will Tom Eslinger, Worldwide Creative and Digital Director, Saatchi & Saatchi. Click here to see the full, free brochure.


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